Archive for 2017

Digital Marketing: Nordstrom Targets Millennials Via New Tactics

Thursday, February 2nd, 2017

116 Year Old Brand Embraces New Digital Marketing and Social Media Techniques

Digital Marketing Tactics

For the past 116 years, Nordstrom has been considered to be one of the top luxury department stores in the world and one of the top retail marketers. The company has spent decades refining its customer service model, which has resulted in strategies such as offering top-of-the-line store associates who are willing to go to any length to satisfy customers. Now, Nordstrom has utilized various new digital advertising strategies to try to appeal to millennial buyers. They are hosting themed pop-up shows and Nike concept shops, and also using digital marketing techniques, specifically ramping up its presence on social media marketing through apps like Snapchat.

Earlier last year, according to Consumer Affairs, Nordstrom held a social media-based contest on Snapchat, giving students at five universities the chance to win a campus-wide shoe party, where free shoes were given away to students. Millennials took note, and the number of Nordstrom’s Snapchat followers increased by 60%. This demonstrates how Nordstrom is using digital marketing technology to engage with potential customers. Nordstrom has shifted its focus towards the mobile marketing realm, by giving shoppers the option of purchasing merchandise by texting retail store associates.

The addition of pop-up shops has also been crucial in attracting millennials. Shops alternate every few weeks and feature seasonal collections from up-and-coming designers. Because collections are always changing, customers always have a reason to come back. “It’s a smart and creative way to repackage some of the things they have – and a big testing ground for them,” notes Tiffany Hogan, senior analyst at Kantar Retail. “It’s very successful for them. All of those brands are targeting millennial shoppers, and that’s a big group they need to continue to go after.” Rotating inventory also provides a useful way of collecting customer data about what designers and retail products are most popular. Additionally, Nordstrom is also partnering with popular new brands like Topshop, Bonobos, and Madewell to appeal to the millennial crowd.

By customizing its inventory to preferences of both old and new buyers, Nordstrom has successfully kept its sales figures up, netting $3.5 billion in sales for the third quarter of 2016, a 7.2% increase as compared to the previous year. Creating digital marketing strategies that draw in millennials through social media campaigns is key to Nordstrom’s continued success.

Do you need some new digital marketing or social media ideas to generate retail sales? Contact us to discuss your goals.

Case Study – Davidsons Liquors Website Marketing Performance

Monday, January 30th, 2017

Davidsons Liquors in Highlands Ranch has been our client since 2013 when they initially hired us to perform market research for them. Eventually, we helped them develop a new brand identity which included building a new website. In the years since we have periodically released case studies on our progress with their website, email marketing and PPC campaigns. Now that the website has been operating successfully for several years, this case study will look at the year over year results of 2015 versus 2016.

Website Performance 2015 vs. 2016


Often when comparing website performance for a client, a marketing agency has to compare their results to another agencies’ website which is often not an apples-to-apples comparison. No two sites are built in the same way nor do they have the same goals, so it’s not always possible to make an equitable comparison. This year, however, because we are assessing our own site against our own site we can have an accurate accounting of Davidsons’ website performance based on marketing efforts.

Website Performance Core Metrics

First and foremost, the website traffic or the number of visitors who come to the site is an important metric for performance. Davidsons’ total traffic increased 15.5% year over year. That’s a nice bump, but what’s even better is that organic search itself had a 22.15% in traffic.

The organic search increase from search engine optimization was powered by a site that is well built, has the depth of information, is well tagged, and has a Google-friendly SSL certificate. These are all things Google looks for and when a site is properly built and maintained, organic search increases

Organic Search Performance.


In 2015, 62.32% of search traffic coming to the site was from organic searches. In 2016, it was 66% of total website traffic. Just a three-point increase, but overall, 66% coming from organic means that not only did the total volume increase but the share of traffic as well because the site has been well optimized.

How did we achieve these kinds of organic search results? We did extensive site tagging on 16,000 products. We do ongoing link building, and we were successful at securing a media placement for Davidsons Liquors.

Increase in Total Transactions.

Of course, the bottom line is what matters to the client. Total transactions increased 25% year over year, and the transactions related to organic search increased 26.12%. The total sales on the website increased 39.5% year over year.

Media Placement.

Market Watch Wine Spectator featured Davidsons in an article about Argentinian Wines, drawing on their wine buying expertise.

Paid Search Campaign.

We have also been managing digital marketing PPC campaigns for Davidsons and our work has resulted in a 431% return on investment.

In 2015 we did a traditional search ad campaign, but in 2016 we began a Google shopping campaign. The Google shopping campaign shows search results that include a photo of the product the user searched for and a way to click right to the product page on the site where it is offered. The ad also gives the price and basic product information which the path to purchase much easier for the consumer.

FiG made over 5,000 products available to purchase through this Google Shopping PPC campaign, which makes it a very robust shopper interface. The result is Davidsons received twice as many clicks, 2.5 times as many transactions and shoppers spent four times as much. Our retail store PPC campaign garnered more transactions and higher dollar value transactions.

January 2017 versus January 2016.


January is typically a slow month in liquor sales, but 2017 is off to a great start. Comparing January 2017 sales to January 2016 sales, Davidsons online sales are up 44.96% year over year. Their organic search is up 24% year over year.

Your website can be a money-making machine. You can get more sales, more leads and higher performance from your website. When you are looking for an ecommerce website, search engine optimization, and high-performing PPC campaigns, FiG can help you get better results from your marketing dollars. Contact us and let’s get started.

Market Research and Analytics Panel at the University of Denver

Friday, January 20th, 2017

Pictured from left: Janet Eden-Harris, Meghan Liefeld, Marilyn Heywood Paige, Bob Kumagai, Sameer Bawa,, and Kevin Raines.

Pictured from left: Janet Eden-Harris, Meghan Liefeld, Marilyn Heywood Paige, Bob Kumagai, Sameer Bawa,, and Kevin Raines.

If you want to know what the next generation of marketers are thinking, go to their college and take their questions. On Wednesday, January 18th, that’s what I did when I participated in a panel of market research and analytics experts for the University of Denver. (more…)

New Client – AimHire

Thursday, January 12th, 2017

Brand Development

Ask any marketing agency employee what they enjoy doing most, and many will tell you that branding a new company is a highlight of the job. Brand development can include everything from the market research to the name to the logo design, to the tagline, to the letterhead, business cards, and website design and development.

AimHire Logo

Branding is a process wherein an agency defines the target market, surveys the competitive landscape, and develops the company’s SWOT to strategically position the new or existing company in the best way.

At FiG, we’ve done brand development in Denver for numerous companies over the years. It’s one of the most interesting things we get to do because we can delve into the roots of a company and create a brand image that reflects the core principles and value proposition of the organization. It’s truly exciting to be at the helm of creating a new brand.


When AimHire, a Denver-based employment agency decided to expand their brand, they turned to FiG, a Denver branding agency for help. AimHire is forming a new company specializing in executive sales placement, so they need a fresh new brand for this effort. Our team determined that the best way to define the strategy behind the brand was to start with market research. This research would give us insights into the kind of look, feel, and messaging that would make the firm stand out from the competition.

The research fuels the strategy which propels all the other decisions in the brand such as the name, the logo, the color palette, and the website design. Because it’s not enough to choose pretty colors and a cool name; the entire brand and all it’s marketing communication pieces have to uniquely represent the company in a way that will resonate with the target market.

Yes, brand development encompasses deliverables such as a new name, a logo, and a website, but at the core, brand development is about communicating your value to your audience with an authentic, compelling voice.

We are developing a new brand for AimHire that will position them effectively in the marketplace and be a brand they are proud to stand behind. Stay tuned for the beautiful results.

Thinking about creating a new brand or updating your old one? Contact us and let’s chat about your goals.